Are we too generic, or do we sell our differences?

[rth_discos]

Saw a couple of comments on the Xmas Parties/Weddings thread that highlights an issue I have with the typical marketing of DJs:


It's horses for courses really. If that's what the people want let them have it all day long I say. There are DJs out there saying a wedding should be X Y or Z but really the wedding should be whatever the customer wants. Is it cheesy? Is it even tacky? Who cares? Why should it even matter if that's what they WANT ? It's not what I would've wanted at my wedding - I can't stand all that schmaltz personally. Vive la difference!


I have seen DJs do the ‘Mr & Mrs game’ at EVERY wedding. Personally I think it only works maybe 30% of the time, and again if you were to get a B&G up who hated it, complaints will happen.


I see many DJ websites promoting their large collection of music and their wide range of events they cover, essentially suggesting they can 'adapt' to any requirement. In fact, many DJs seem to suggest you're only a good DJ if you can adapt to any musical style.

Why, as DJs are we so afraid to be confident about what our specialisms are, and therefore, who our ideal client is?

When I search for DJs in a local area, I should be seeing a rock/metal specialist, a cheese specialist, a 'night club style' specialist, and all other types of DJs.

Some DJs, who are amazing in their specialisms, don't seem to promote their specialism, for fear of putting off 'other' clients.

So with respect to things like the Love Story and Mr and Mrs, surely it's better if DJs promote that that their style, so that every client books them because of what they do. In theory, a DJ who specialises in the Love Story, should avoid attracting a bride who doesn't want the Love Story. And if you don't do the Love Story, it's because you likely appeal to a type of client that wouldn't want that at their wedding.

There's nothing wrong in actively turning away the types of client you don't want. In doing so, you are more likely to attract the type of client you do want.

Are there music styles or presentation styles that you don't do? If so, make it clear on your website that you don't do it!

Hate playing The Agadoo - proudly proclaim it on your website - the client who also hates the Agadoo is way more likely to want to book you, meaning you get more gigs in the style you enjoy!

[Jim - Scotland's Party DJ]

Hate playing The Agadoo - proudly proclaim it on your website - the client who also hates the Agadoo is way more likely to want to book you, meaning you get more gigs in the style you enjoy!

There's plenty of tunes I hate, but I'll get over myself and play it if the client wants it or it'll work with their crowd...

I do agree with the prior statement though - I wouldn't go near a lot of genres like RnB or house so I might amend the FAQs on my website to reflect that.

As for being generic - I think the big issue is that guys see what the US folk are doing / go to MBLV etc... then start incorporating it and before long everyone and their dog is doing it.

[ppentertainments]

As for being generic - I think the big issue is that guys see what the US folk are doing / go to MBLV etc... then start incorporating it and before long everyone and their dog is doing it.
Totally agree - would be nice to see someone from the UK demonstrating something unique rather than just copying what they have learned from the US - especially as 99% just doesn't work at most UK weddings.

[rth_discos]

There's plenty of tunes I hate, but I'll get over myself and play it if the client wants it or it'll work with their crowd...

I do agree with the prior statement though - I wouldn't go near a lot of genres like RnB or house so I might amend the FAQs on my website to reflect that.

Of course, there's a difference between simply refusing to play a song, and advertising your preferences.

I advertise myself as a non-cheesy DJ. Typically, I don't play action songs. I tell clients this on the phone, yet I still get lots of bookings where the Macarena for example is one of the requested songs. Turns out that they didn't want a cheesy DJ playing action songs all night, but that one song brings back childhood memories etc.

I happily play it - but despite saying I don't play songs like the Macarena, they still book me, because the bigger picture fits what they are looking for.

This stuff shouldn't be hidden away on an FAQ page - you should be proudly shouting about your preferred style on your home page!

The most successful businesses and people are often those who are polarising. Marmite do a great job of playing up to this!


I think the big issue is that guys see what the US folk are doing / go to MBLV etc... then start incorporating it and before long everyone and their dog is doing it.

What is MBLV?

I think there's a perception that lots of DJs are doing the same thing, but the reality is that there are still very few DJs offering a proper full day's service with 'Master of Ceremonies' included for example. That alone is still a specialism, and it surprises me when venues say they've never seen a DJ do anything like that before!

The only thing that many DJs are doing the same of, is being a 'generic DJ' with 50,000 songs and covering every music style and function...

[Jim - Scotland's Party DJ]

Of course, there's a difference between simply refusing to play a song, and advertising your preferences.

I advertise myself as a non-cheesy DJ. Typically, I don't play action songs. I tell clients this on the phone, yet I still get lots of bookings where the Macarena for example is one of the requested songs. Turns out that they didn't want a cheesy DJ playing action songs all night, but that one song brings back childhood memories etc.

I happily play it - but despite saying I don't play songs like the Macarena, they still book me, because the bigger picture fits what they are looking for.

This stuff shouldn't be hidden away on an FAQ page - you should be proudly shouting about your preferred style on your home page!

The most successful businesses and people are often those who are polarising. Marmite do a great job of playing up to this!



95% of my bookings are weddings so you do need to be a jack of all trades and you do need to play a lot of stuff that you would rather not - I love my indie stuff but if I touted myself as an indie DJ then it would be counter productive to the success of the business and I'd quickly get bored with the types of gig I picked up.


You don't need to be a fire juggler or deep gamelan throat house DJ to be unique - my USP is that I'm a wedding specialist and that I offer an exceptional, high end, trusted service - there's actually very small amount of operators in the grand scheme of things who can a. truthfully say that and b. sell that to the public.

[Imagine]

I dare you to put this one on Facebook Gavin ;)

Yes, I believe a lot of DJ's ARE too generic (myself to an extent included although I do tend to shout about exceptional customer service etc.). It's the same old same old....a lot of DJs are eager to get any gig whether it's the right fit for them or not. How often do you see questions like 'Help....just landed an 80s night an no idea what to play' on the book of Faces? Personally (although again I don't really mention this on my site), I try and steer away from too much of the modern chart stuff.

Most of us now have the star-lit booth (mine only goes out rarely now as I favour the Liteconsole Elite)...the same is happening with the Equinox Truss ripoff, LED mirror-balls on podiums and the Freedom sticks as well. It's like sheep! To an extent, I wish I'd been one of the lucky few to get a GloBooth for the short period they were around....at least it's "different".

That's actually somewhere I DO standout and has won bookings (even for weddings) - the 16ft of Retro lighting I can roll out if needed. I couldn't make it my USP because I wouldn't get enough bookings from it in a year to make it worth while

I'm in the process of converting my main website to weddings only. Yes, there's still a link for the adult parties and retro stuff, but it's a lot less significant than it used to be and in time will disappear completely once I pad the wedding bits out a little bit more (it's work in progress on a live website....don't want to upset the mighty Gooogle too much).

Whilst I'll still take on the other stuff (I still do the occasional kids party even though I don't advertise them anywhere on my websites), I want to be seen as being a wedding specialist which the happy couple can trust to make sure the entertainment side of their day goes exactly as they want it to.

As for the Shoe Game/Mr & Mrs or whatever you want to call it....I've done it half a dozen times by request. It's not something I sell to customers because I don't really like doing it (I'm not a gameshow host), but if they want it I'll happily do it for them for the sake of 10 minutes of being uncomfortable myself.

[rth_discos]

95% of my bookings are weddings so you do need to be a jack of all trades and you do need to play a lot of stuff that you would rather not - I love my indie stuff but if I touted myself as an indie DJ then it would be counter productive to the success of the business and I'd quickly get bored with the types of gig I picked up.


Just being a 'wedding DJ' is no longer a 'specialism'.

I am aware of a few very successful indie wedding DJs. So if you want to be an indie wedding DJ, there is more than enough work out there.

It's likely that at the moment, you're actively turning off people looking for an indie wedding DJ, because you're not advertising yourself as one...

95% of my bookings are weddings too - yet a large percentage of what I play is very similar week to week, because I keep attracting the same type of bride!



That's actually somewhere I DO standout and has won bookings (even for weddings) - the 16ft of Retro lighting I can roll out if needed. I couldn't make it my USP because I wouldn't get enough bookings from it in a year to make it worth while

Definitely worth creating a separate 'retro disco' website if you haven't done already. In many respects, treat it as a separate company, with its own brand. That way, no one confuses your modern, stylish Wedding DJ work with a retro disco.


As for the Shoe Game/Mr & Mrs or whatever you want to call it....I've done it half a dozen times by request. It's not something I sell to customers because I don't really like doing it (I'm not a gameshow host), but if they want it I'll happily do it for them for the sake of 10 minutes of being uncomfortable myself.

Again, no harm in promoting yourself as the DJ that DOESN'T do 'silly games'. Sometimes what you don't do is more important than what you do do.

I recently won a gig over a high profile competitor, despite this bride having been to a gig of this high profile competitor. She really didn't like the Love Story, so he was not the right DJ for her. Because I don't do the Love Story, she felt more comfortable using me. Doesn't mean high profile competitor isn't a good DJ... it means that we're both attracting the right clients who love our individual styles.

[Jim - Scotland's Party DJ]

Just being a 'wedding DJ' is no longer a 'specialism'.

I am aware of a few very successful indie wedding DJs. So if you want to be an indie wedding DJ, there is more than enough work out there.

It's likely that at the moment, you're actively turning off people looking for an indie wedding DJ, because you're not advertising yourself as one...

95% of my bookings are weddings too - yet a large percentage of what I play is very similar week to week, because I keep attracting the same type of bride!



It is when well over 90% of "wedding" DJs out there are clearly pub / party DJs who do the odd wedding. Apart from that, I do an excellent, professional job and that's clear to see to clients which again is a USP when stacked up against the scores of half arsed amateur outfits out there.

As for the next part, I don't want to be an indie wedding DJ, I don't want to be an indie DJ period.

I like doing weddings, I like the fact that although there's a core material you need to address, there's a lot of freedom to go off piste and play a wide range of music - the best gig I've done this year was more akin to a house main room set rather than a wedding, I've done Malawain music I've done RnB I've done indie, rock, glam, motown, you name it. Although indie is my main love, I'm a lover of pretty much all music that doesn't involve someone screaming down a mic so I get a kick out of most of the tunes I play even if they're not household listening - if you're a genre specific DJ you're pigeon holing and limiting yourself.

[Imagine]

Definitely worth creating a separate 'retro disco' website if you haven't done already. In many respects, treat it as a separate company, with its own brand. That way, no one confuses your modern, stylish Wedding DJ work with a retro disco.


Already done that. Needs a LOT of work though - I've had one visitor to the site since 28th November, and that was someone 18 hours ago following the link from my signature on here. It's just a matter of making physical time to build the site up like I have with the Imagine site....and even then I'm not sure I have that much energy to do it.

[rth_discos]

Already done that. Needs a LOT of work though.



So you have! Of course, the balance is between how much effort do you put in, and how much of a demand is there for this service.

That's the hardest thing with a niche - it's finding one with enough of an audience.




As for the next part, I don't want to be an indie wedding DJ, I don't want to be an indie DJ period.


That's fine - my point was about the claim that there wouldn't be enough work as an indie wedding DJ - the indie wedding DJs I know suggest that there is more than enough!

The point is though, that as a 'wedding dj', we should be more clear about who our ideal client is, and appeal to them on the website.

Are they confident? Shy? Do they want a loud party, or something more conservative.

Once we start to define who we are, we attract more of the people we want to work with.

[Jim - Scotland's Party DJ]

So you have! Of course, the balance is between how much effort do you put in, and how much of a demand is there for this service.

That's the hardest thing with a niche - it's finding one with enough of an audience.




That's fine - my point was about the claim that there wouldn't be enough work as an indie wedding DJ - the indie wedding DJs I know suggest that there is more than enough!

The point is though, that as a 'wedding dj', we should be more clear about who our ideal client is, and appeal to them on the website.

Are they confident? Shy? Do they want a loud party, or something more conservative.

Once we start to define who we are, we attract more of the people we want to work with.

My ideal client is one who wants a fun wedding, isn't too high maintenance and will meet my fee...

YMMV but if, like me, you're happy doing a range of types of client then why should we pigeon hole or limit our marketability?

Do you have a link to your website?

[Imagine]

So you have! Of course, the balance is between how much effort do you put in, and how much of a demand is there for this service.

That's the hardest thing with a niche - it's finding one with enough of an audience.


I'm going to play Devil's Advocate here Gavin...

The audience is there and it's really NOT a niche market. I get a lot of hits on the Imagine site for retro discos (and I really DO mean a lot). The problem is getting the buggers to convert to paying customers prepared to pay for a night of quality entertainment from a '70s and '80s specialist.

For some reason old equipment = cheap prices....not in my world! But convincing customers of that fact is a different story (have you got any idea how much a proper incandescent coloured filament lamps cost these days?) The Retro Roadshow EATS lamps for breakfast....especially if you try to move a libghtscreen before the lamps have cooled properly!

There aren't too many of us left with an old fashioned light show in East Anglia now. Another one retired just last week due to becoming his wife's full time carer (and he's a lot older than me...you've met me Gavin...you KNOW I'm not a dinosaur.....yet).

Marketed and SEO'd correctly (when I get the physical time, will to live, and energy), the Retro Roadshow could actually provide a gig every couple of weeks if I wanted it to (it goes out at the moment an average of a dozen times a year).

BUT...do I want it to? It's HOT (especially in the summer months at just shy of 2Kw in lamps...it's like standing behind a fan heater!), it's heavy (it actually weighs in at just under a metric tonne!), and it's bloody temperamental with lamps blowing and tripping circuit breakers.

Believe it or not, it still has the smell of '80s beer and cigarette smoke embedded into the carpeting :)

As much as I love the Retro Roadshow and all that it represents (especially the music), I'm not sure I'd want it to take over my life and be my main disco though...

[Nakatomi]

I'm slightly aggrieved I was quoted saying something that wasn't intended to look like I'm one of the offenders. If people want cheesy, tacky routines at their wedding that's their prerogative is what I meant. Not that I'm happy to cowtow to everything.

I witnessed a 'mr & mrs' game 1st hand a few weeks ago & while I'm not against fun at weddings I thought it was tacky & best left to Vernon Kay on the proletariat channel.

I experimented with 'have everything your way' & didn't enjoy the experience much. Being laden with totalitarian playlists is someone else's gig not mine.

Maybe my tagline should be "watch itv? Don't book me!"

Personally I can't stand cheese. Or rock. Or most indie. 70s can do one as could most of the 80s.Ugh. Thankfully for my customers it's entertaining them with music THEY enjoy that gives me my jollies. If I was to limit myself to playing only music I love I'd have no customers!

[rth_discos]

Do you have a link to your website?

Of course

https://www.freestyleentertainment.co.uk

I've reduced my enquiries, but increased my conversion rate.

The brides that contact me already love what I do before they've spoken to me.

The price I quote becomes irrelevant (in most cases!) at that point.

[ppentertainments]

Of course

https://www.freestyleentertainment.co.uk

I've reduced my enquiries, but increased my conversion rate.

The brides that contact me already love what I do before they've spoken to me.

The price I quote becomes irrelevant (in most cases!) at that point.
Unless I am missing something, I think your website looks like a 'generic' wedding DJ site and doesn't scream about any of the specialities you mentioned, bar offering all day services :confused:

[rth_discos]

Unless I am missing something, I think your website looks like a 'generic' wedding DJ site and doesn't scream about any of the specialities you mentioned, bar offering all day services :confused:

Read the wording on the home page and you'll see it paints a very specific type of wedding reception.

As I say, it's done a great job of attracting the type of person I do want.

Equally, I don't get enquiries from price shoppers, or anyone who's not my target audience.

[ppentertainments]

Read the wording on the home page and you'll see it paints a very specific type of wedding reception.

As I say, it's done a great job of attracting the type of person I do want.

Equally, I don't get enquiries from price shoppers, or anyone who's not my target audience.
Nope sorry, apart from offering all day services and the usual 'we don't play cheese' line nothing jumps out.

It works for you though which is what matters.

[Andy P]

Nope sorry, apart from offering all day services and the usual 'we don't play cheese' line nothing jumps out.

It works for you though which is what matters.

Never had you bagged as a Comedian Chris - but this made me snigger a bit

[Shakermaker Promotions]

If you are catering specifically for the wedding market, I think you need to have some kind of USP to differentiate you from the countless others that are all competing in the same market. I used to say that I was very 'request friendly' and that I also encouraged music input. This worked well for me because, whether we like it or not, there is still a stigma attached to the mobile DJ and lots of people already have a preconception that the DJ is going to be 'cheesy' or that they are going to play what THEY want to hear all the time.
Personally, I think that's wrong (as I am sure we all do), but that's just the way some people are. They may have various reasons why they think that.

I got into the whole DJ thing via my passion for the alternative music side of things and I did well at that, promoting and DJing my own nights. This was before the pubs had extended opening hours. Once people realised that they could stay in the pub for longer, this started affecting the nights I did because most of the places I promoted at, were licensed until 2.00am and if people could stagger out of the pub at 12.30am, I found that they begrudged paying to get into somewhere for the last 90 minutes. The numbers didn't suddenly start dropping in spectacular fashion because there were the hardcore alternative music lovers who kept supporting my nights. I just thought it was time to give it a swerve so I then got into the Weddings and Birthdays Discos and that's where the 'request friendly' thing came in.

I also thought I'd cater for those that didn't want the 'typical' wedding disco and so I pushed the alternative side of things on to weddings and was amazed at how many bookings I confirmed for customers who had the same passion for the music as I did.

These days, I find myself cherry picking. I decide what bookings I want to do and when I want to work and I'm under no pressure to keep the diary full because I am doing other things for work.

".....or do we sell our differences?"

When the passion returns (which I am sure it will), I will do things differently. I will just concentrate on the alternative side and also the retro side too.
I believe in playing to your strengths and doing what you know you are good at.
Don't get me wrong, I played many, many genres of music for 100's if not, 1000's of bookings over the years but, the bookings I enjoyed the most were the bookings that I didn't even have to think about too much because I knew the music genre inside out.
Yes, I liked being pushed and I learnt a lot about some genres that I didn't know before.

Getting a booking in the diary for (for example), a wedding where the music throughout the night was Chart / Dance & RnB didn't fill me with the same excitement as a booking that included lots of alternative music but, I would take it on because I relied on the bookings to pay the bills because it was my job. I would do a decent job, get good feedback and that would fill me with confidence but, I'd rather have a diary full of bookings that I know I will enjoy.

Ok, in this job, that isn't always going to happen BUT, it CAN if you sell your differences so, that's exactly how I look at things now and how I will operate as and when I decide to delve back into the job properly.

[rth_discos]

Nope sorry, apart from offering all day services and the usual 'we don't play cheese' line nothing jumps out.

It works for you though which is what matters.

OK, so some lines from your website:

which caters to your individual wants and needs.
completely bespoke to guarantee satisfaction
perfectly tailored your individual wedding
Any special requirements or requests
Our professional DJ carries a wealth of experience
produce custom-made wedding DJ packages
We Take the Time to Create the Perfect Wedding Entertainment
every aspect of your wedding entertainment is to the highest standard
to ensure you get exactly what you want
We have music spanning every genre and period


You are essentially saying 'we'll do anything you want'

Mine:

My music and hosting experience transforms average mundane weddings into glorious celebrations
create a party that your guests will be talking about days, weeks, months and years after your special day is over
introduced into your reception to spontaneous applause, whistles and cheers
Culminating with a high energy circle where friends and family are holding hands and singing their hearts out, filling the room with love, laughter and maybe the odd tear of happiness too
If you want a day (and night) that’s packed with emotion, energy, spotlight moments that create lasting memories and an atmosphere created just for you

I attract people who want a fun wedding where all of their guests are involved in fun of the day


The reality is, very few DJs understand marketing - and that's understandable - we're DJs after all!

But for those who market their business properly, the results can be astounding.

[ppentertainments]

Never had you bagged as a Comedian Chris - but this made me snigger a bit
I have done 3 comedy workshops but think I should have asked for a refund :D:D

[ppentertainments]

The reality is, very few DJs understand marketing - and that's understandable - we're DJs after all!

But for those who market their business properly, the results can be astounding.
Very true - I am pants at marketing.

Can see where you are coming from - currently I do offer to do whatever they want as it works for me, however am changing one of my sites to be more specialised and 'about me', and leave the other running to cater for whatever people want.

However, as you say marketing correctly is a massive challenge.

[Andy P]

I used to have reams of text on my website with sentences constructed from hours on the Thesaurus and felt right smug that I was selling my differences etc.

Then I started using tracking software and realised that the majority of people were sending seconds not minutes on each page. Certainly not long enough to read all this text. At that point I sacked it all off and went for the headline approach. Increased the volume of images. Focussed on puttting the long messages into my blog.

Net result, most my bookings still find me on google and ring before having a look around.

[ppentertainments]

Increased the volume of images.
That is where my site fails, and need to change, however for seo the text works really well and am a bit wary of dropping my google rankings to make the change.

On the flip side, most of my all day bookings come from people sitting to read through the text and is something which is commented on a lot.

Case of can't doing right for doing wrong lol

[rth_discos]

Case of can't doing right for doing wrong lol

There is no 'one' way of doing it - otherwise everyone would do that one thing!

The right website is different for each business depending on what they are offering and who their target audience.

As you ask for more money, your website does need to deliver more, and certainly someone spending £500+ on a DJ is going to (usually) spend more time reading the text on a website before investing their money.

[Jim - Scotland's Party DJ]

I have to agree that, while it's well written, your website in no way jumps out as any different to most higher end DJs.